If planning for a startup, base the mission statement on the business as it would be once operational - be realistic and practical rather than aspirational. For example, "to design, develop, manufacture and market specific product lines for sale on the basis of certain features to meet the identified needs of specified customer groups via certain distribution channels in particular geographic areas". A statement along these lines indicates what the business is about and is infinitely clearer than saying, for instance, "we're in electronics" or worse still, "we are in business to make money" (assuming that the business is not a mint!). Also, some people confuse mission statements with value statements (see below) - the former should be very hard-nosed while the latter can deal with 'softer' issues surrounding the business. The following table contrasts hard and soft mission statements. Hard, soft, what business is/does, primary products/services, key processes technologies. Main customer groups, primary markets/segments, principal channels/outlets, reason for existence. Competitive advantages, unique/distinctive features, important philosophical/social issues, image, quality, style, standards.
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Here is a great example of a vision: I defense will come to America, which is the country for. Once there, i will become the greatest bodybuilder in history. I will go into movies as an actor, producer and eventually director. By the time i am 30 I will have starred in first movie and I will be a millionaire. I will collect houses, art and automobiles. I will marry a glamorous and intelligent wife. By 32, i will have been invited to the White house. Attributed to Arnold Schwarzenegger who was elected governor of the State of California in 2003. The mission, the nature of a business is often expressed in terms of its. Mission which indicates in a factual way the purpose and activities of the business in terms of operations, (unique) characteristics, functions, customers, offerings, sectors/segments, scale/scope/penetration, methodologies, technologies, resources etc. Just answer the questions as to what the business really is and does in qualitative terms.
Key steps towards a strategic Plan. The preparation of a strategic plan is a multi-step process covering vision, mission, golf objectives, values, strategies, goals and programs. These are discussed below. The vision, the first step is to develop a realistic. Vision for the business. This should be presented as a pen picture of the business in three or more years time in terms of its likely physical appearance, size, activities, structure, scale offerings etc. Answer the question: "if someone from Mars visited the business, what would they see (or sense)?" Consider its future products, markets, customers, processes, location, staffing etc.
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